Hijack

Hijack

Meat Pack

& 4am Saatchi &
Saatchi

Meat Pack is the trendiest shoe store in Guatemala. It's a brand known for
its edgy, irreverent style and a store known for its special discounts in
limited-edition kicks, including brands like Adidas, Nike, Puma and Supra.
Meat Pack opened its doors three years ago and quickly gathered a cult
youth following, becoming an icon within the sneaker-head subculture. They
needed to launch a new promotion that lived up to their brand standards,
characterized by innovation and always surprising to their customers. The
solution was an innovative, edgy way to earn your discount.

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The Story

Meat Pack is the trendiest shoe store in Guatemala. It's a brand known for its
edgy, irreverent style and a store known for its special discounts in
limited-edition kicks, including brands like Adidas, Nike, Puma and Supra. Meat
Pack opened its doors three years ago and quickly gathered a cult youth following,
becoming an icon within the sneaker-head subculture. They needed to launch a new
promotion that lived up to their brand standards, characterized by innovation and
always surprising to their customers. The solution was an innovative, edgy way to
earn your discount.

‘SALE’ is old-fashioned. So we created Hijack, an enhancement for the official Meat
Pack app used by our customers. Using GPS tracking technology, Hijack was able to
recognize our sneaker-heads entering a competitor store and then trigger a special
notice with a promotion that gave you the chance to earn your discount. How? The
discount would start at 99% and decreased by a percentage with each second that
went by. The countdown discount sent people hurrying towards Meat Pack’s store to
make the countdown stop. The faster they reached the store, the better the deal
they got.

The Technology

Geo APIs

Video

Web/Apps

The Results

It was fun for everyone. People stepped up to the challenge. No one knew quite what
was going on, but a 99% discount makes you move your feet. They weren’t being given
a discount, they had to run to earn one. And everything tastes better with victory.
People watching in the mall enjoyed the show as well.